Event Schema Generator
Generate JSON-LD Event schema markup for concerts, conferences, webinars, and more. Get your events displayed in Google's event rich results and knowledge panels.
Event Details
Enter your event information. Fields marked with * are required.
Date & Time
Location
Organizer & Performer
Ticket Information
For free events, leave price empty or enter 0
Generated Schema
Copy this code into your event page
Fill in the required fields
Event name and start date required
Validation Status
Event Schema Best Practices
- Include a high-quality event image (minimum 720px wide)
- Update status if event is postponed or cancelled
- Include end date/time for multi-day events
- Add ticket info to enable purchase links in results
- Use specific event types when applicable
What is Event Schema Markup?
Event Schema is structured data that helps search engines understand your events, including concerts, conferences, webinars, and local happenings. When implemented correctly, it can display rich event information in Google Search results, including dates, location, and ticket prices.
Event structured data uses the Event type (or more specific subtypes like MusicEvent or BusinessEvent) from Schema.org vocabulary. This markup helps your events appear in Google's events search experience, Google Maps, and regular search results.
Event Listings
Appear in Google's events search experience and "events near me" searches
Date Display
Show dates, times, and duration directly in search results
Ticket Links
Enable direct ticket purchase links from search results
Status Updates
Display cancelled, postponed, or moved online status automatically
Complete Event Schema Example
Here's a comprehensive JSON-LD event schema example with all recommended properties:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "MusicEvent",
"name": "Taylor Swift | The Eras Tour",
"description": "Experience Taylor Swift's record-breaking Eras Tour featuring songs from her entire discography.",
"image": [
"https://example.com/images/eras-tour-banner.jpg",
"https://example.com/images/eras-tour-stage.jpg"
],
"startDate": "2025-03-15T19:00:00-05:00",
"endDate": "2025-03-15T23:00:00-05:00",
"eventStatus": "https://schema.org/EventScheduled",
"eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode",
"location": {
"@type": "Place",
"name": "SoFi Stadium",
"address": {
"@type": "PostalAddress",
"streetAddress": "1001 Stadium Dr",
"addressLocality": "Inglewood",
"addressRegion": "CA",
"postalCode": "90301",
"addressCountry": "US"
}
},
"performer": {
"@type": "Person",
"name": "Taylor Swift"
},
"organizer": {
"@type": "Organization",
"name": "Live Nation Entertainment",
"url": "https://www.livenation.com"
},
"offers": {
"@type": "Offer",
"url": "https://tickets.example.com/eras-tour",
"price": 249.00,
"priceCurrency": "USD",
"availability": "https://schema.org/LimitedAvailability",
"validFrom": "2024-11-01T10:00:00-05:00"
}
}
</script>Event Schema Properties Explained
| Property | Required | Description |
|---|---|---|
name | Yes | The name of the event |
startDate | Yes | Start date and time in ISO 8601 format |
location | Yes | Place (physical) or VirtualLocation (online) |
eventStatus | Recommended | Scheduled, Cancelled, Postponed, or Rescheduled |
eventAttendanceMode | Recommended | Offline, Online, or Mixed (hybrid) |
image | Recommended | Event image URL (minimum 720px wide) |
endDate | Recommended | End date and time for multi-day or long events |
offers | Recommended | Ticket price, URL, and availability |
performer | Optional | Artist, speaker, or performer at the event |
organizer | Optional | Organization or person organizing the event |
Google's Requirements for Event Rich Results
Required Properties
- •
name- Event title - •
startDate- When event begins - •
location- Venue or virtual URL
Recommended Properties
- •
image- Event banner/photo - •
description- Event details - •
offers- Ticket info - •
eventStatus- Current status
Event Type Examples
Concert / Music Festival
{
"@context": "https://schema.org",
"@type": "MusicEvent",
"name": "Summer Rock Festival 2025",
"startDate": "2025-07-20T14:00:00",
"endDate": "2025-07-22T23:00:00",
"location": {
"@type": "Place",
"name": "Central Park",
"address": {"@type": "PostalAddress", "addressLocality": "New York"}
},
"performer": [
{"@type": "MusicGroup", "name": "The Rolling Stones"},
{"@type": "MusicGroup", "name": "Foo Fighters"}
],
"offers": {
"@type": "Offer",
"price": 150,
"priceCurrency": "USD",
"availability": "https://schema.org/InStock"
}
}Conference / Business Event
{
"@context": "https://schema.org",
"@type": "BusinessEvent",
"name": "Annual Marketing Summit 2025",
"description": "Three days of marketing insights from industry leaders.",
"startDate": "2025-09-15T09:00:00",
"endDate": "2025-09-17T17:00:00",
"eventAttendanceMode": "https://schema.org/MixedEventAttendanceMode",
"location": [
{"@type": "Place", "name": "Convention Center", "address": {...}},
{"@type": "VirtualLocation", "url": "https://summit.example.com/live"}
],
"organizer": {
"@type": "Organization",
"name": "Marketing Association"
}
}Webinar / Online Event
{
"@context": "https://schema.org",
"@type": "EducationEvent",
"name": "Introduction to Machine Learning",
"description": "Free webinar covering ML fundamentals for beginners.",
"startDate": "2025-02-10T14:00:00-05:00",
"endDate": "2025-02-10T15:30:00-05:00",
"eventAttendanceMode": "https://schema.org/OnlineEventAttendanceMode",
"location": {
"@type": "VirtualLocation",
"url": "https://zoom.us/webinar/register/..."
},
"offers": {
"@type": "Offer",
"price": 0,
"priceCurrency": "USD",
"availability": "https://schema.org/InStock"
},
"performer": {
"@type": "Person",
"name": "Dr. Sarah Chen"
}
}Sports Event / Game
{
"@context": "https://schema.org",
"@type": "SportsEvent",
"name": "Lakers vs. Celtics - NBA Finals Game 7",
"startDate": "2025-06-21T20:00:00-04:00",
"location": {
"@type": "Place",
"name": "TD Garden",
"address": {
"@type": "PostalAddress",
"addressLocality": "Boston",
"addressRegion": "MA"
}
},
"homeTeam": {"@type": "SportsTeam", "name": "Boston Celtics"},
"awayTeam": {"@type": "SportsTeam", "name": "Los Angeles Lakers"},
"offers": {
"@type": "Offer",
"price": 500,
"priceCurrency": "USD",
"availability": "https://schema.org/SoldOut"
}
}Case Studies: Event Schema Success Stories
Music Venue: The Soundstage
Live Music & Concert Venue
+312%
Event Discovery
+89%
Direct Ticket Sales
4.2x
SERP Visibility
Challenge: Events were getting lost in search results. Users searching for "concerts near me" or specific artist names weren't finding their events despite the venue having a great lineup.
Solution: Implemented MusicEvent schema for all concerts with performer details, ticket prices, venue location with coordinates, and event images. Updated ticket availability status in real-time.
Results: Events began appearing in Google's events carousel and "events near me" searches. Direct ticket sales increased 89% as users could see pricing and availability directly in search results with "Get Tickets" buttons.
Conference: TechSummit Global
Annual Technology Conference
+156%
Organic Registrations
23
New Ranking Keywords
-34%
Cost Per Registration
Challenge: A major tech conference was spending heavily on paid ads but getting poor organic visibility. Speaker announcements and session details weren't appearing in search.
Solution: Created BusinessEvent/EducationEvent schema for main conference and individual session pages. Added speaker information with Organization/Person schema, early bird pricing with date ranges, and virtual attendance options.
Results: The conference began appearing for speaker name searches and topic-based queries. Rich event snippets with dates, location, and pricing drove qualified traffic, reducing dependency on paid advertising.
Sports Event: City Marathon
Annual Running Event
+245%
Registration Traffic
Top 3
Local Event Rankings
12K
New Participants
Challenge: Competing with larger marathons for visibility in "marathon near me" and "running events" searches. The event wasn't appearing in Google's events feature despite having thousands of annual participants.
Solution: Implemented SportsEvent schema with race categories (5K, 10K, half marathon, full marathon) as sub-events, each with specific start times, pricing tiers, and participant limits.
Results: Google began showing the marathon in local event searches and sports events carousels. The detailed race information in rich results helped runners find exactly the event they wanted, boosting registrations significantly.
Common Event Schema Mistakes to Avoid
Wrong Date Format
Dates must be in ISO 8601 format (YYYY-MM-DDTHH:MM:SS). Include timezone for accurate display across regions.
Not Updating Cancelled Events
If an event is cancelled or postponed, update the eventStatus immediately. Don't just remove the schema—users need to know the event status.
Missing Location for In-Person Events
Physical events must include a complete address. Without proper location data, your event won't appear in "events near me" searches.
Outdated Ticket Availability
Update ticket availability status when tickets sell out. Showing "Available" for sold-out events frustrates users and violates Google's guidelines.
Using Generic Event Type
When a specific type exists (MusicEvent, BusinessEvent, etc.), use it instead of generic Event. Specific types enable more relevant rich results.
Keeping Past Events Active
Remove or archive event schema after the event has passed. Old events appearing in results create a poor user experience.
Frequently Asked Questions
How do I mark an event as cancelled or postponed?▼
Use the Event Status dropdown to select "Cancelled," "Postponed," or "Rescheduled." If rescheduled, update the start/end dates to the new dates. Google will display the updated status in search results, helping users know the current event situation.
What's the difference between online and hybrid events?▼
Online-only events happen entirely via virtual platforms (Zoom, YouTube Live, etc.). Hybrid events have both in-person and online components. For hybrid events, include both the physical venue address and the virtual event URL in your schema.
Do I need to list every performer/speaker?▼
This generator supports one performer for simplicity, but you can manually add multiple performers to the generated schema. List headliners and key speakers. For large conferences with many speakers, focus on the most notable or searchable names.
How should I handle recurring events?▼
Create separate schema markup for each occurrence of a recurring event. Each instance should have its own specific date, time, and potentially unique ticket URL. This ensures each event date can appear in search results independently.
How do I handle free events?▼
For free events, set the price to 0 or leave it empty. You can still include a registration URL in the offers property. Google will display "Free" in the event rich result, which can increase click-through rates.
What image size should I use for events?▼
Event images should be at least 720 pixels wide. Google recommends multiple images in different aspect ratios (16:9, 4:3, and 1:1) for best display across different surfaces. Avoid text overlays and use high-quality photos.
Should I include timezone in dates?▼
Yes, always include the timezone offset in your dates (e.g., 2025-03-15T19:00:00-05:00). This ensures Google displays the correct time regardless of where users are searching from. For local events, use the venue's timezone.
How long before an event should I add schema?▼
Add event schema as soon as you publish the event page. Google needs time to crawl and index the markup. For major events, adding schema 2-3 months ahead gives Google ample time to include it in event searches.
Step-by-Step Implementation Guide
Choose the Right Event Type
Select the most specific event type (MusicEvent, BusinessEvent, SportsEvent, etc.) rather than generic Event for better rich results.
Fill in Event Details
Enter name, description, dates with times and timezone, and location. Include as many details as possible for better search visibility.
Add Ticket Information
Include ticket URL, price, and availability. This enables "Get Tickets" buttons in search results and increases conversions.
Add to Your Event Page
Place the JSON-LD script in the <head> section of your event page. Each event should have its own page with its own schema.
Test and Validate
Use Google's Rich Results Test to validate your schema. Check for errors and warnings before publishing.
Keep Schema Updated
Update status if event is cancelled/postponed, update ticket availability as sales progress, and remove schema after the event ends.
Testing & Validation Tools
Google Rich Results Test
Test your event schema and preview how it may appear in search results.
search.google.com/test/rich-resultsSchema Markup Validator
Validate JSON-LD syntax and Schema.org vocabulary compliance.
validator.schema.orgGoogle Search Console
Monitor event rich results and fix any schema issues site-wide.
search.google.com/search-consoleGoogle Events Search
See how events appear in Google's dedicated events search.
google.com/search?q=events+near+me